September 4, 2007

1. I met a Racing Head Manager this past weekend, he gave me his card and was interested in my rider, do I send him a resume come Monday looking for sponsorship?

Eventually you will. But first remember your conversation and send an email to him about your talk and about the event. Ask to send a race report to him. When you end an email in a question, the recipient will respond. This creates dialog. The next email should be asking about their selection process for sponsorship. Even though you have already done your homework on when their budgets close and such, you should be as direct and interested in their side of things. By the third email, you should know whether or not you were just networked or if in fact there is true interest, so you should direct your focus on sponsorship. “I would like to send you our marketing package, the address I have is 123 your street, City, State and zip. Would you accept a resume to your attention and is there someone else who has their hands into the decision making process I can send them as well? Once you get permission, this is your one shot… make it outstanding. Remember the follow through is more important than the swing.

Wow.. Thank you many have asked this same question in regards to Flat Track Racing. So I will start with that, but note that it could be done with any type of sport at any level. For starters, write to your local newspaper about a human-interest story, a race you were just at. If you have a rider from your hometown, then it’s much easier to grab attention from the editor. If a race is scheduled for your home town, think outside the industry and ask the promoter to send you some posters, distribute them in places that are highly visible and high traffic areas, such as gas stations, supermarkets, colleges, if you live in a neighborhood, you could make copies and distribute to your friends. There is little to no cost involved just to make a huge difference. Supporting the sport is really easy and very appreciated.

3. I sent many resumes out last year and some came back, why does that happen?

Well for starters you may have had a bad address, no contact or the resume is just not accepted. It is very important that you find a contact name, even if it’s the wrong one. Directing resumes for sponsorships to the Racing dept or attention sponsorships are pretty much “dead in the water”. Most admins/ secretaries are instructed to return to sender or toss away when they are addressed that way. So do some research on the Internet. Throw in the company name look at their website regarding sponsorship, read company news.. Just find a name to use. If it’s the wrong contact, that person will get it to the right party.

Everyone wants the 100,000 dollar sponsor. If you are not a household name getting one is difficult. You think of large corporations that have endless money and you think.. “ Why not me”. Most of these are looking for the safe deal. The one who can get their company name the most exposure. It may not be you, but don’t let that discourage you. I remember years ago while I was working for a big company. I was selling phone plans to high-end customers. Cold calling was getting me nowhere. I would talk to the network guy on the phone for what seemed like hours, with no sale. I didn’t give up. I would write down what I knew about the company during our calls and information that he leaked out.. Later in the spring.. I sent him a package of seeds I picked up at the local hardware store. I taped a message to it that read… Plant these seeds and watch them grow. May this be a sign of what our business relationship will be. He called me and said that his Rep visits him on a weekly basis and that is why he stays put. So then I sent him a Lean Cuisine meal (he had told me he was dieting prior) with a message that read.. “ Let’s do lunch”. We had lunch that week and I sold him a plan that brought over 3 million dollars in revenue to my company. So you have to be persistent, but creative. My big client took 2 years to close. Worth every moment. Be patient…

If you are racing because it’s a hobby, and Mommy and daddy are footing the bill, then no, carry on and just race. If you want to be a professional one-day then get moving. I know personally there is “down time” at every event. Time to write out a race report, take some pictures of your bike etc. Your racing is a business get a plan, a goal and make it successful. She Loves Racing has put forth the time to show you how to effectively market yourself, your sponsors and your sport. Many how to’s where to go, and what to do. That time is now.. Stop reading and start doing. You are in charge of your destiny.. Good Luck, and remember we are always here to help.

Thank you for your questions… We will answer more next week. Special Congrats goes out to Chris Carr (AMA Flat Track winner at Springfield), PJ Jacobsen (USGPRU winner at Road Atlanta). She Loves Racing’s super charged WOW award goes to Nichole Cheza ( AMA Flat Track).

Til next time…

Jennifer